Those in the Know and Humility in Innovation

CC0 Wyncliffe

How dangerous for innovation are those in the know?

  • It’s those who have always done it this way, why should they change?
  • It’s those who understand customers better because they’ve asked the same (wrong) questions to millions of customers.
  • It’s those who believe they understand people’s needs better, and want to guide them towards the light.
  • It’s those who embraced a revolution but don’t get its core message.

And failure rate stays at 80%.

Pretotyping is a threat to those in the know.

Pretotyping asks you to shush your beliefs and observe reality. Humbly. It does not know the answer in advance. What it does - and it’s good at - is to craft experiments to understand customers’ preferences, so that you’ll be able to focus your energies on the right it when the time comes.


Did you like this short post? Tell the world!

Click the green heart below and tweet about it!